In today’s supercompetitive marketplace, all it takes is one mistake to hand your business over to your competitors. And once it’s gone, your chances of getting it back are very slim. What’s worse is that there are not one or two but an entire army of competitors out there to take advantage of your misstep. It wasn’t long ago when Levi’s, AT&T, Crest, Xerox and Firestone were all at the top of their game, dominating the market with hardly a threat in sight. What happened to undermine their standing, as well as those of other superbrands? In this important and controversial book, the ‘king of positioning’ Jack Trout reveals the disastrous marketing and strategy blunders that led to the trouble at some of the most recognized superbrands. And he provides candid analyses as to how these mistakes could have been avoided. Scrutinizing many of the world’s most renowned companies under the microscope, Big Brands, Big Trouble provides in-depth case studies that chronicle the events leading up to the fall from grace of such mega-names as Xerox, Levi’s, Miller Brewing, Digital Equipment, Burger King and many others.